high enough to stay in business.Manufacturers solve this problem by advertising.They try to appeal to consumers in various ways.In fact,advertisements may be classified into three types according to the kind of appeals they use. 2 One type of advertisement tries to appeal to the consumer's reasoning mind.It may offer a claim that seems scientific.For example,it may say the dentists recommend Flash toothpaste.In selling a product,the truth of the advertising may be less important than the appearance of truth. 3 Another type of advertisement tries to amuse the potential buyer.Products that are essential boring,such as insecticide,are often advertised in an amusing way.One way of doing this is to make the products appear alive.For example,the advertisers believe that consumers are likely to remember and buy products that the consumers associate with fun. 4 Associating the product with something pleasant is the technique of the third type of appeal.In this class are ads that suggest that the product will satisfy some basic human desire.One such desire is the wish to be admired by other people.Many automobile advertisements are in this category.They imply that other people will admire you-may even be jealous-when they see you driving the hot,new Aardvark car.Another powerful desire to which advertisers appeal is the desire for love.This ads for bandages are unlikely to emphasize the way the bandages are made or their low cost;instead the ads may show a mother tenderly binding up and then kissing her small boy's cut finger.In the picture there is an open package of Ouch Bandages.The advertiser hopes the consumer will mentally insert an equal sign to create the equation "Ouch Bandages=love. 5 One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies. Directions: Read passage 3 and then decide which of the statements after it are TRUE and which are FALSE.On your answer sheet,indicate T for TRUE or F for FALSE against the number for each of items 21-30 for the answers you choose. 21.Consumer usually has the choice of several different products of the same brand in a competitive economy. 951high enough to stay in business. Manufacturers solve this problem by advertising. They try to appeal to consumers in various ways. In fact , advertisements may be classified into three QJUeU eVd u +'1n QU l .1n OF+AapADAea 'K U En ynreQd apLpuor 'd.lngb +'O 2 One type of advertisement tries to appeal to the consumer' s reasoning mind. It may offer a claim that seems scientific. For example , it may say the dentists recommend Flash toothpaste. In selling a product , the truth of the advertising may be less important than the appearance of truth. 3 Another type of advertisement tries to amuse the potential buyer. Products that are essential boring , such as insecticide , are often advertised in an amusing way. One way of doing this is to make the products appear alive. For example , the advertisers believe that consumers are likely to remember and buy products that th巳consumers associate with fun. 4 Associating the product with something pleasant is the technique of the third type of appeal. In this class are ads that suggest that the product will satisfy some basic human desire. One such desire is the wish to be admired by other people. Many automobile advertisements are in this category. They imply that other people will admire you - may even be jealous - when they see you driving the hot , 巳w Aardvark car. Another powerful desire to which advertisers appeal is the desire for love. This ads for bandages are unlikely to emphasize the way the bandages are made or their low cost; instead the ads may show a mother tenderly binding up and then kissing her small boy' s cut finger. In the picture there is an open package of Ouch Bandages. The advertiser hopes the consumer will mentally insert an equal sign to create the equation "Ouch Bandages= love. " 5 One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies. Directions, Read passage 3 and then decide which of the statements after it are TRUE and which are FALSE. On your answer sheet , indicate T for TRUE or F for FALSE against the number for each of items 21-30 for the answers you choose. 21. Consumer usually has the choice of several different products of the same brand in a competItIve economy. 951